lawyernomics2013 - mobile marketing best practices
DESCRIPTION
With Avvo Vice President of Product, Sachin BhatiaTRANSCRIPT
Why mobile matters
“From board meeting to board meeting, we are seeing a similar
pattern. Web is flattish. But mobile is growing like a weed.”
- Fred Wilson, Union Square Ventures
0%
10%
20%
30%
40%
Jan 2010 Jan 2011 Jan 2012 Jan 2013
Rise of Mobile at Avvo
31% of our traffic
Source: http://instagram.com/p/W2BuMLQLRB/
Desktop
office after dinner
Source: http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/
commute couch time
breakfast commute
Mobile
94% of smartphone users have searched for local info
70% called a business after searching
90% of these users acted within 24 hours
Search Task Completion
Source: http://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
Mobile
Desktop
1 hour
1 week
Get yourself ready for ...
Clients searching for services on all kinds of devices
Clients looking to find your services at all parts of the day
Clients looking to convert quickly
7 Things
❶Always measure
Start Here
Kinda interesting...
Next level
CompareConversion Page
Metric that matters
And, a bit of math
Conversions / Users = Conversion %
What about calls?
What about conversion?
Analytics AuditAre you capturing mobile traffic?
What keywords are coming in from mobile (versus desktop)?
Are you converting mobile traffic to calls?
Are you converting calls into clients?
❷
Tell an effective and efficient story
“... devices of all shapes, sizes, and capabilities are flooding the market, and users expect to get your content
on all of them”
- Sara Wachter-Boettcher, Content Everywhere
But...
BigSmall
160 characters!
Smaller still...
160 characters!
Smaller still...
Even smaller ...100 characters!
Homework!
Capture your firm’s unique value prop in a tweet (140 characters)
Would it be worth clicking to find out more?
Would it be worth re-tweeting?
❸Optimize your site
for mobile
“61% of customers who visit a mobile unfriendly site will likely go to a
competitor's site”
- Karim Temsamani
Source: Karim Temsamani at IABALM 2012 via IAB
Focus
What are the key data & actions?
1. A reason to call
2. A button to call
3. A button to get directions
Site Audit
Does it render correctly?
Is it loading fast?
Is it usable?
Is your phone number clickable?
Is your address clickable?
❹Implement a local search strategy
“Over the past two years alone, mobile search traffic has increased
five-fold”
- Google (via Google Analytics Blog)
Local Intent
Mobile
Desktop
1 hour
20%
50%
Claim Your Listings
Claim Your Listings
Search Audit
Do you have a list of target keywords?
Are your local listings accurate and NAP consistent?
Have you claimed your Google+ listing?
❺Fix your phone call
intake process
Hard
Easy
Source: http://20px.com/blog/2012/12/06/life-before-and-after-cell-phones/#.UXq5DytATu0/
Virtual Receptionist
❻Put a mobile lens on
your advertising
call
call directions
Advertising Audit
Are you advertising on sites with a mobile experience?
Are you generating phone calls from those ads?
Do you have the right keyword targets for mobile search?
❼Better serve your
clients using mobile
It’s time toget your client data
out of here
Cloud Enables
1.Easier access to client data for remote work
Access clientinformation remotely
Better Communication
Client Portals
Client Portals
Client Experience AuditDo you (and your staff) have access to key client data from all of your devices at all times?
Do you get a notification when a voicemail or email message is left for you?
How quick do you respond to existing client calls?
How often do clients have to repeat themselves to members of your firm?
7 Things1. Always measure
2. Tell an effective and efficient story
3. Optimize your site for mobile
4. Implement a local search strategy
5. Embrace the phone call
6. Put a mobile lens on advertising
7. Use mobile to better serve clients
Questions?
@sachbhat
Interested in the future?
Join our Lawyer Advisory Board
Email: [email protected] Twitter: @cristin_carey